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London Drugs styrofoam recycling video floats through the blogosphere.

September 14th, 2009 · 3 Comments

The latest green initiative from London Drugs seems to be striking a chord with eco bloggers. A few weeks ago, as part of my work creating their ‘What’s the Green Deal’ program, I scripted and narrated a YouTube video to show their recycling process in action. Hardly the kind of filmmaking that would get me tossing back free martinis in back-room parties at the Toronto International Film Festival. Yet this humble tale of the styro-recycling story has been picked up by, a New York based green living blog site that is one of the leaders in the space. It has since been picked up by a number of other blogs, including, and

Check out to find out more about the program. If you want to know more about the video, green blogs or marketing your sustainable initiative, talk to my people.

Tags: Green Creative · Sustainable Businesses · Sustainable Lifestyle · Unicycle Case Studies

3 responses so far ↓

  • 1 Tweets that mention London Drugs styrofoam recycling video floats through the blogosphere. -- // Sep 14, 2009 at 4:25 pm

    […] This post was mentioned on Twitter by Bryan Massingill. Bryan Massingill said: London Drugs styrofoam recycling video floats through the blogosphere. […]

  • 2 Sitakali // Sep 14, 2009 at 9:29 pm

    What about the fact that polystyrene is so toxic when heated that you’re not supposed to put hot water in it? Isn’t heating that much of it putting tons of toxic fumes into the air?

    The problem with marketing in general is that its purpose is to deceive the public into believing they need a product. Hence, sustainability marketing is equally about lying to people.

  • 3 admin // Sep 14, 2009 at 10:21 pm

    Thanks for taking the time to comment. The recycler, Genesis Recycling of Aldergrove, (a local company) tells me the process does not release any substantial toxins. And if retailers like London Drugs can make recycling polystyrene more popular, that will create the demand to improve the recycling technology.
    Ultimately, every environmental decision is a trade-off. Save some landfill space, vs. using more energy to melt the styrofoam down and try to use it again. Not perfect, but at least one retailer is working hard (on their own dollar) to try and improve the situation.
    Your generalization about marketing is true in many cases. Would it be better if nobody ever bought anything? Perhaps, but that’s an unrealistic goal given the momentum our market-driven society currently carries. Short of tearing down this market-based system, I believe the best way to make change happen is through education. Far better to help people begin their own journeys toward more sustainable lifestyles, even if it is only a small step at a time. Sustainability marketing, done well, gives people the information they need to take these steps.

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